Diversifying Our Lists: Connecting With “Hard-To-Reach” Communities Online
For our movement(s) to win and our organizations to succeed, we know that impacted communities — including people of color, queer and trans communities, working people, and women — must be centered, including and especially in our digital programs.
Unfortunately, traditional strategies to grow non-profit lists often end up acquiring the same homogenous groups of (white, cis/het, and/or upper middle-class) supporters who don’t reflect the true diversity of our movements or leadership. In this training, we’ll show you how to design targeting — and develop creative — in order to connect with and engage traditionally “hard-to-reach” communities through your digital advertising program. We’ll be using the ACLU of San Diego & Imperial Counties’ campaign to build online power to address police brutality among communities of color in their region as our primary case study.
- Optimize reach & viewability towards diverse communities within Facebook and other popular acquisition platforms
- Write culturally relevant ad copy directed to diverse communities (particularly communities of color and LGBTQ communities)
- Develop culturally relevant creative when targeting diverse communities
Target AudienceThe target audience is digital staffers with a basic understanding of digital list-building acquisition strategies/platforms -- in targeting or creative.
ACLU of San Diego & Imperial Counties
Croston grew up in San Diego and received her bachelor’s degree in Geography and Sociology from the University of Edinburgh. Over the past three years, she has worked at the ACLU of San Diego & Imperial Counties to carry out campaigns to further equity, justice, and civil rights including campaigns for affordable housing, police accountability, immigration reform, and criminal justice reform. She works to center the leadership of impacted communities throughout our region in the affiliate’s organizing and communications. In her spare time, she likes to travel, explore her hometown, and volunteer on a planning committee that puts on year-round programming for LGBTQ+ San Diegans.
A storyteller at heart, Ky is an experienced electoral and public affairs strategist focused on developing integrated digital programs that propel campaigns to victory. Before joining RepresentUs, Ky spent 4+ years at political agency Trilogy Interactive. There, she developed email marketing, social media, and digital advertising strategy for clients including the California Democratic Party, Inslee for America, the ACLU of California, California’s Prop 1 & 2 campaigns (2018 cycle), and Senator Patrick Leahy. Ky graduated from Brown University with a B.A. in Sociology and Gender & Sexuality Studies. She’s passionate about fighting for a democracy that truly works for all of us — and that fully includes and respects trans and queer Americans.
Director, Media Buying
John builds advertising campaigns that are about reaching people, not just buying impressions. He continuously searches for the perfect combination of media, message, and technology that will have the greatest impact for Trilogy clients. Detail-oriented, innovative, and obsessed with efficiency, John navigates the media marketplace to maximize the value of every ad dollar. He’s an expert on media data and analytics who enjoys finding the story behind the numbers, delivering insights that clients can build upon campaign after campaign.
Before joining Trilogy, John worked as the Marketing Director for two programmatic advertising technology companies, Technorati Media and Adadyn. Prior to that, John led global media buying for OnLive, a cloud gaming company. John graduated from UC Berkeley with a degree in Political Science.